Amanté opens its first exclusive outlet in Thane

The store offers the amante range of innerwear for women, and the company is planning around 30 more across India

Updated - March 24, 2016 03:32 pm IST

Published - December 14, 2015 12:00 am IST - MUMBAI:

Eight years after it entered the Indian market, Sri Lankan lingerie brand amanté has opened its first exclusive store in Mumbai at a mall in Thane, and two more are expected to open at other malls in the city.

The move by MAS Brands, which owns amanté, comes after a successful run in India during which it supplied its range of products through traditional and modern retail outlets as well as ecommerce platforms.

The Thane store also marks the introduction of amanté’s premium range of sleepwear, sportswear and swimwear. “We have realised that the time is right to open our own branded exclusive stores in the country, as our clientele is now confident enough to walk into an outlet without hesitation.

"Starting with Thane, we have plans to open up to 30 exclusive outlets across the country in three years,” said Vivek Mehta, CEO, MAS Brands India.

He added that the company’s range of products is already available at over 1,000 outlets, and the company has plans to open exclusive stores in Bengaluru, Noida and Jaipur over the next three months. Next year, Mehta said, MAS Brands will open 10 stores across India and 15-20 stores in 2017.

“Last year we had a turnover of Rs 100 crore and we have been growing 50 per cent year on year. We are targeting a size of $100 million in India by 2020,” he said. With the amante range available in India, Sri Lanka and Bangladesh, the company is looking at expanding into the southeast Asian market.

“The turnover target will be achieved through product and geographical expansion as well as through the portfolio of brands. The business in India will be key in achieving the target,” he added.

Though it is based in Sri Lanka, MAS Brands launched the amanté range first in India in 2007.

The brand made its entry into the Sri Lankan market in 2013, indicating the significance it accords to the Indian market.

India was identified as amanté’s maiden location due to its emerging upper middle-class, perceived maturity of the market as well as the presence and acceptance of elite brands by the consumer, Mr Mehta said.

“Our customer base consists of independent and enterprising women who appreciate and value quality intimate apparel.

"The brand’s target audience comprises of women who are now more mindful of international fashion trends, and make decisions based not solely on fiscal values, but on their requirements and preferences,” Mr Mehta added.

The innerwear story

Size of ladies innerwear market in India is Rs 20,000 crore

In the West, 10% of overall spending on apparel is on innerwear; in India, it’s 5-6%

People buy 6-8 pieces on an average per year

In a year, a person spends Rs 6,000 to Rs 8,000 on premium innerwear

As the market is fragmented, organized players see opportunity to create value

Dollar, Rupa, Jockey spending crores on sponsoring IPL teams and hiring top film stars for endorsing their products

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